Interview with Ravi Chopra, Chairman and Managing Director, Piaggio Vehicles

  • Mar 11, 2013
  • Views : 8444
  • 4 min read

  • bookmark

At the recently held 'Vespa Golf Classic' event at Pune's spectacular Poona Golf Course, Piaggio Chief Ravi Chopra in conversation with Rahul Basu recapitulates on the Vespa as an exclusive luxury scooter brand here in India, its target audience and the probable road map for the near future

Vespa Golf Classic

Fair folk, good wine and a warm sunny afternoon were the principal ingredients of an elite event that celebrated the success of some of the city’s most talented golfers, many of whom are in fact head honchos from renowned companies. Backed by the Piaggio Group, ‘The Vespa Golf Classic’ felicitated participants for their achievements in the day long local golf tournament, and doing the honours was none other than Chairman and Managing Director, Piaggio Vehicles Pvt. Ltd, Ravi Chopra himself. We managed to pull him away from the crowd and have a quick word with him. This is what he had to say....

Q1. It’s been over eight months since the launch of the new Vespa in India. The company has managed to sell over 25,000 units. How would you say customers have reacted to the product?


I am extremely satisfied, but more importantly I feel that things are falling in place. The objective was to create a premium space in the scooter category and we have managed to initiate that and slow but steadily that space is growing. But the redeeming factor is that having created that space we are in control and no one else can easily enter this space. 

Vespa Golf Classic

Scooters come and go. However, the Vespa brand is immortal. It never dies! With that in mind I am quite satisfied with the overall response to the Vespa here in India. We have about 60 dealerships in about 45 towns and by the end of the year we will have close to about 100 dealerships, which means all the Tier I Tier II towns would be covered. We will think about entering the Tier III towns only after we have established adequate presence in urban and semi urban towns. 2013 if all goes well we should touch around 90,000 units (Read : Vespa 125 Road Test).

Q2. Considering Vespa sales are in sync with the company’s expectations so far, what was the real motive behind slashing prices from Rs 68,313 (original price) to Rs 59,990 (ex-showroom Pune)?


I wouldn’t call it slashing the price (Read : Vespa 125 price slashed), but optimization of the price. We have managed to localize assembly of the Vespa a great deal here in India and in doing so enhance the overall productivity and efficiency. We have managed to streamline the supply chain management and in doing all of this we have managed significant savings. Therefore, by lowering the asking price we are trying to share that benefit with the consumer. We already have a 25% premium over the nearest scooter. But we are not attacking that market because we are operating in our very own niche segment.

: VESPA FIRST RIDE

The Best Lady Score prize was awarded to Xu Tao

Q3. LML has announced plans of introducing a 150 cc gearless CVT scooter in the near future. Does Piaggio have something similar in its pipeline for India in order to attract a wider customer base?


The Piaggio Vespa is an icon that dates back to 1946. The very roots of our DNA emanate from an aeroplane. Frankly we are experts at what we do and we need not imitate or be swayed by competing brands. 

Our idea is very simple we want control the premium scooter market and we want to exclusively own that space. With that in mind we may have another version of the Vespa (Read : Vespa 125 Road Test) and additionally newer variants being introduced in India later this year. This will give a wider choice to our consumers. 

Vespa Golf Classic
Get latest updates on
the automobile community
Login Now

Q4. What were your reasons behind backing the Vespa Golf Classic this year? Are there other events that you are looking to sponsor in the course of the year? 


There is a great amount of synergy in the golfing community and the Vespa community. Both belong to the elite and exclusive, those who value lifestyle. Just like the Vespa, we are proud to be associated with a game that exudes class and style and is meant for a niche audience. 

We are glad to have been the binding factor for this unique initiative – this star studded tournament has laid the foundation for many more such exchanges which Pune city will be proud of. We have an entire line up of events planned for the year ahead and this will certainly help our brand penetrate deeper into the market and attract newer buyers in 2013.

: VESPA FIRST RIDE

See what our community has to say! NEW

India's largest automotive community

Explore Now
comminity image
×
Recently Visited
Select Category